BPCM signs on as agency of record for Virgin Hotels for both the US and UK. The agency will oversee media relations, partnerships and influencers for the lifestyle hospitality brand, which was established by Sir Richard Branson’s Virgin Group in 2010. It currently operates five US locations, with properties in New York, Glasgow and Edinburgh scheduled to open this year. BPCM is also named agency of record for luxury apparel and accessories brand Vince, which it has represented in the UK since 2016. It will run media relations and talent relations for the brand.

Sonic Wall

ARPR is selected by cybersecurity solutions provider SonicWall to help the organization expand its reputation through data-driven strategic storytelling. The agency’s cybersecurity practice group is tasked with elevating the visibility of SonicWall and its executives. SonicWall says it safeguards organizations by offering protection that stops the most evasive cyberattacks across multiple exposure points and increasingly remote, mobile and cloud-enabled workforces. “ARPR jumped in to lead the US media strategy and distribution of our 2022 SonicWall Cyber Threat Report,” said SonicWall senior director of global public relations Bret Fitzgerald. “The team landed features in Tier 1 outlets like Fortune and VentureBeat.”


Beach House adds female-founded hair care brand Beachwaver to its roster. The agency will handle Beachwaver’s public relations and influencer marketing efforts. The brand has won over 50 beauty awards and is known for its patented Beachwaver, a professional rotating curling iron created by celebrity hairstylist and company founder Sarah Potempa. Beachwaver says it uses sustainable bio-plastic, recyclable materials, resulting in products that are cruelty-free and animal friendly. It also makes flat irons, hairdryers, hair accessories, fragrances and candles.